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3 Steps To Developing Social Media Marketing Strategy

Nike Serena's Instagram post set as a featured image

3 Steps To Developing Social Media Strategy

There is a simple strategy behind developing a Social Media Strategy. This blog unveils 3 simple steps that are required to develop a robust Social Media Strategy. Any marketing newbie could employ these steps. So, without any further ado, let’s dive in.

Step 1: Find Your Audience

Social Media Marketers often fail to identify the hang out spots of their audiences. These spots could be any of the Social Media platforms like Facebook, Instagram, LinkedIn, or even Pinterest. Now, every platform has its own strength and a particular set of the target audience. Let’s try to understand these networks and the profile of the people that you can target. This is the beginning of your Social Media Strategy.

  • LinkedIn: You can target Professionals, Thought Leaders/Influencers (think Mark Zuckerberg/Bill Gates)
  • Facebook: You can target everyone (started as a network for college students, now the largest demographic on FB is adults over 55)
  • Twitter: You can target everyone, similar to Facebook, more entertainment/human interest (i.e. Kardashians)
  • Pinterest: You can target mostly women, visual-focused, ideal for people in visual industries
  • Instagram: You can target the millennials, visual platform for culture and brands
  • Snapchat: You can target millennials, stories, Snapchat Discover for brands (limited brands doing this now)

Now, for instance, you’re promoting a beauty & healthcare brand, the ideal platform for your Social Media marketing would be Instagram, Pinterest and to a large extent even Facebook. What if you were promoting a specialized enterprise software? The platform where you would find your ideal clients is – LinkedIn. Understanding the diaspora of the audiences thronging a particular Social Media platform is the most important step in formulating a strategy.

Step 2: Create The Right Content For The Right Network

Can a marketer regurgitate the same content across platforms? Well, a clear straightforward answer is a NO. There is a simple strategy behind curating custom content for specific platforms. Understanding the uniqueness of every Social Media network helps in determining the type of content which is to be posted. I’ve taken Nike’s Social Media posts and their stupendous content into consideration in order to explain the diverse content strategy that is used for different Social Media platforms.


If you want to express your brand’s essence through pictures, it has to be on Instagram. Below are a few pointers that have to be kept in mind before proceeding with Instagram posts and promotions.

  • Use High-quality image
  • Add relevant caption that supports the image
  • Insert applicable hashtags
  • Add Location tags
  • Align posts with your brand
  • Post at least 1-2 times daily (unless you’re at an event)

And you may notice all of the above said pointers alongside the picture of Serena Williams.


Twitter is the world’s most famous micro-blogging website, that can make or mar your brand’s Social Media coverage. When creating content for Twitter please do ensure that you adhere to the tips given below.

  • Limit your text to the prescribed 280 character limit
  • Use Relevant hashtags (don’t overdo it)
  • Use Links + images (images perform much better)
  • Tweet at influencers in your industry (tag them)
  • Stay up to date on trends & jump on them
  • Tweet a LOT – at least 1-2 an hour
  • You can recycle content
  • Respond to tweets at your brand


LinkedIn is a professional networking website and it’s important that the posts of your brand are professional in nature. Quirky pictures, excessive use of hashtags, and funny Memes are a complete no-no. The following tips will help you create content that is pertinent and apt for the LinkedIn platform.

  • Create a complete business page
  • Complete your own personal profile
  • Connect with EVERYONE you know
  • Post/share interesting content
  • Keep it professional and formal
  • Use connections to grow your network and get in touch with people
  • LinkedIn is good for recruiting people for your organization


Facebook is the largest Social Media Network. If Facebook was a country, it would have had a population of 1.6 Billion people. Due to the immense popularity of Facebook, it offers a huge target audience, and hence it is an ideal platform for marketing. Facebook is a borderline professional Social Media platform. There are a few things that marketers should adhere to when creating Facebook posts and advertising campaigns.

  • Facebook is a personal + professional platform
  • Create a complete business page
  • Post relevant and shareable content
  • Experiment with promoted posts
  • Good for video content
  • Use hashtags + tag brands/people

Also, for your extended reading, find a ready guide on auction insights of Facebook advertising campaigns for your reference.


Pinterest is an amazing platform where only visual content works. Pinterest has recently launched the Pinterest video segment, wherein the users can now upload short videos about their brands and their various offerings. There are a few pointers given below which are to be considered when creating content for Pinterest.

  • Create Visual content only
  • Create a business page (if appropriate)
  • Create relevant boards + pin to them (it’s embarrassing to have empty boards)
  • Use hashtags + tags and follow lots of people in your industry

Step 3: Promote & Analyze

  • Test EVERYTHING! Some examples could be – The best time of day for posting content, Photo vs. video, etc.
  • Which networks do best for your industry
  • Find a brand you like and emulate what they do!
  • Tell all your friends to follow you on every network

Do not forget to visit the analytics center of Twitter, Facebook (Page Insights), Pinterest, LinkedIn, when trying to figure out the reach and engagement of your posts across these networks. With enough testing and analyses of different types of posts, you may understand the ideal content that clicks with your audience.

Until next time!


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